This study indicated the opportunity of private standard development in Thailand. The private sector that promotes 4C provides a win-win situation for itself and the coffee farmers due to its max favorable system offering better socio-economic and environmental situations. In addition, it also encouraged the farmers to participate in the public standard. It provided a suitable procedure that will allow all players in the coffee industry in Thailand to benefit from the results of a robust production and processing system. This will help establish the position of Thailand in the global coffee market.